Fortune Kachi Ghani Pure Mustard Oil strikes at the root of adulteration

Adani Wilmar Ltd launched a unique activation programme to draw consumer attention to its Fortune Kachi Ghani Pure Mustard Oil brand. The activation was centred on the issue of ‘milawat’ (adulteration) found in most mustard oils being marketed. Adani Wilmar aligned the adulteration issue with the issue of corruption that was at the core of public debate in the run-up to the assembly polls in five states.

With its brand message “Chunavi vadey ho ya sarson ka tel nahi chalega yeh milawat ka khel”, Fortune Kachi Ghani Pure Mustard Oil drew eyeballs to the issue of adulteration of mustard oils, whereby some mustard oil manufacturers are said to be mixing their product with cheaper oils to stay competitive in the market. Such practices are known to be posing serious health hazards, says Prashant Pandey, Category In-charge, Mustard Category, Fortune Kachi Ghani Pure Mustard Oil.

As per Rohit Markanday, Trade Marketing Head, with four states having gone to polls it was an apt opportunity to activate the brand communication in the mind of consumers. To create awareness about the product promise, Fortune Kachi Ghani Pure Mustard Oil came up with a very engaging road show in which a branded van, along with the promoters and a Nukkad Natak team, visited commercial and residential complexes. Their Nukkad Skit conveyed the purity message to the target groups.

The whole activity resembled that of an election rally. The team engaged the housewives in games and also gave out samples of Fortune Kachhi Ghani Pure Mustard Oil.

To execute this activity Adani Wilmar roped in Mumbai-based Kruti Promotions. The Kruti team executed the activity flawlessly. Fortune Kachi Ghani Pure Mustard Oil is a brand leader in the mustard oils segment in North India. Adani Wilmar, a leading manufacturer and distributor of cooking oils, is a joint venture between Adani Group and Singapore-based Wilmar International Ltd. Adani Wilmar’s product range includes cooking oils, basmati rice, pulses, soya chunks and besan.